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| Product type | Skincare |
|---|---|
| Owner | Guthy-Renker Galderma[1] |
| Country | United States |
| Introduced | October 1995 |
| Markets | Australasia, Europe, North America, Scandinavia |
| Previous owners | Katie Rodan Kathy Fields |
| Ambassador(s) | |
| Website | proactiv |
Proactiv is an American brand of skin-care products developed by two American dermatologists, Katie Rodan and Kathy A. Fields, and launched in 1995 by Guthy-Renker, a California-based direct marketing company, that was endorsed by famous celebrities[2] The range includes moisturizers, body washes and treatment products, but the brand is known for its three-step anti-acne Solutions 3-step routine consisting of a BPO cleanser, glycolic toner and treatment lotion.[3][4] Proactiv+, a reformulation of the three-step kit, was introduced in 2013, and in 2017, ProactivMD launches powered by Adapalene.[5]
As a result of its celebrity endorsements and infomercials, Proactiv is one of the most popular skincare brands of all time, according to the Journal of Clinical and Aesthetic Dermatology.[6] Sales amounted to $800 million a year as of 2010, with a media budget of nearly $200 million and $12–15 million for celebrity fees.[7] The product is mostly sold at ULTA Beauty, Target, and online as single-unit items or as part of a continuity program. A month after ordering, customers are sent a three-month supply, which continues until the subscription is cancelled.[8]
- ^ Cite error: The named reference
Nestléwas invoked but never defined (see the help page). - ^ Katie Rodan, Kathy Fields (2008). Unblemished, Simon and Schuster, pp. 4–8.
- ^ Kraft John, Freiman Anatoli (2011). "Management of acne". Canadian Medical Association Journal. 183 (7): E430–E435. doi:10.1503/cmaj.090374. PMC 3080563. PMID 21398228.
- ^ "List of Proactiv products and their ingredients". DailyMed, National Institutes of Health.
- ^ Cite error: The named reference
MychaskiwInStyle2013was invoked but never defined (see the help page). - ^ Cite error: The named reference
DeckerJCAD2012was invoked but never defined (see the help page). - ^ Cite error: The named reference
LaceyForbes2010was invoked but never defined (see the help page). - ^ Ric Romero (November 7, 2011). "Which Acne Treatment Works Best, Costs Less?". ABC7. Archived from the original on September 21, 2013. Retrieved May 16, 2022.